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The study reported in this article focuses on the policies and practices of industrial goods companies to revitalize weak products. The decision was found to be a multiple-stage sequential process that begins with “diagnostic” routine to identify the causes of a product's unsatisfactory performance and ends with the implementation of a corrective action that management believes could restore the product's health.  相似文献   

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This article reports on the product elimination decision within selected sectors of the British engineering industry. The study identified and examined the key organizational participants in product elimination activities. The marketing function and a top management committee generally assumed a significant portion of the product elimination decision making. The results of the study suggested that the people responsible for product elimination varies considerably among companies, depending on such factors as size, product diversity, operations technology, and market competition.  相似文献   

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Industrial advertisers can create more effective advertisements if they have some notion about the immediate effect their advertising has on the target audience. Here, a multiple item scale is developed for categorizing an audience's reactions to print ads. The proposed scale is discussed as a copytesting instrument and could be used to evaluate alternative executions in order to indicate which ads may be most effective.  相似文献   

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Buyer-seller relationships are complex, especially in industrial marketing. A model for segmenting industrial markets is proposed and implications for organization buying behavior are summarized.  相似文献   

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Major developments are occuring in the manufacturing technologies used in many industries—especially the metal manufacturing and fabricating industries and the electronic manufacturing industries. These developments provide a basis for developing a firm's distinctive competence but this can only be exploited to the full if Marketing personnel are aware of and take account of the new capabilities offered by these technological developments.  相似文献   

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This paper explores two ideas: that the competitive inteligence-gathering efforts of industrial marketers differ in purpose from those of consumer marketers, and that the scope of those efforts can be explained by a model incorporating purpose, size, competitive environment, and strategy. Based on data provided by employees of 151 firms, support is found for both of the basic ideas explored.  相似文献   

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Once a firm has called a list of good prospects, it is necessary to turn those prospects into first-time customers. Through an empirical investigation in the business forms industry, lunches, plant tours, advertising specialties, and printed promotional material were evaluated as selling aids. Plant tours and lunches were found to be especially effective in turning prospects into customers.  相似文献   

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Nations of the world are striking out, from various starting points, along a variety of new development paths, reflecting a widespread repudiation of the conventional economic model of development based on a common, predetermined roadway to progress. Marketers who are bound by tradition may perceive the alternative development approaches as threats to standardized marketing strategies. Innovative marketers will view them as important keys to expanded market opportunities throughout the world.  相似文献   

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Complex issues in today's highly technological society continue to demand an effective relationship between industrial marketing and engineering. Nevertheless, we may frequently see counter productive and contradictory behavior between the two professions. To broaden and enhance marketing thinking, this article explores a number of relevant challenges, opportunities, and possible solutions for managing potential conflict between industrial marketing and engineering.  相似文献   

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Product development for high technology products is comprised of the three stages of assessment, development, and execution. In addition, all three stages consist of information and decisions involving technological, product, and market dimensions. This article presents a systematic approach for integrating these three dimensions by which a go—no-go decision can be reached prior to the expenditure of large amounts of funds for research and development.  相似文献   

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This study explores government and industry procurement official's perception of inhibiting factor importance to competition in Federal contracting. Within the government sector as well as the industrial sector there are no significant differences in perceived factor importance. However, between the industry and government sectors significant differences in perceived factor importance do exist. The study also reveals some commonality of factors identified by both sectors as important inhibitors to competition.  相似文献   

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This article presents a normative approach for developing an industrial marketing information system. The purpose is to provide encouragement that an understandable logic does exist behind user-designed systems.  相似文献   

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This is one of the first studies to analyze the way in which women are portrayed in industrial advertising. It concludes that the use of sex is not a major selling strategy and that, with one exception, women's role in industrial life is accurately reflected.  相似文献   

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This article empirically measures the effects of organizational separation on industrial buying in the commercial construction industry. It was reasoned that the relationship between organizations and their buying centers should depend on the separations between organizational buying units. Two types of organizational separation were measured— geographic separation and communication separation. Industrial sellers must relate selling effort to buying behavior and procedures. This study reports on how buying influence varies between firms that operate at various levels of organizational separation. The managerial implications of matching the pattern of buying influence with appropriate selling effort is presented.  相似文献   

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Conventional concept testing methodologies are based on the simple assumption that respondents understand the concept when they offer their evaluation of it. Obviously it's an assumption that often will not hold. What happens to the quality of the evaluation at different levels of concept knowledge is the issue addressed in this article by Eric Reidenbach and Sharon Grimes. Their research shows that the level of concept knowledge affects certain elements of the evaluation more than others, and that the evaluation is moderated by the type of innovation and the way it is presented.  相似文献   

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Sales managers are seeking answers to facilitate the salesforce motivational process. This study empirically tested one of the most prominant motivational theories, which, some authorities consider the leading work formulated on the idea that satisfaction leads to performance. This study found no support for Herzberg's dichotomy or the correlation between satisfaction and performance.  相似文献   

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The first purpose of this article is to explore the interface between Marketing and R&D. The intent is to illustrate the nature of the relationship that must be developed and maintained to assure the successful transfer of technology from Federal laboratories to the civilian and commercial sectors of the nation. The second purpose of this article is to explore how government participation affects the R&D—Marketing interface and other dimensions of the innovation process.  相似文献   

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This paper examines the pros and cons of using technical and nontechnical sales representatives in the industrial market. The authors offer a solution to the question of whether the sales force should possess technical or nontechnical backgrounds. The answer is tied to both the level and the frequency of technical information exchange.  相似文献   

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In the day-to-day operations, a sales manager must solve a multitude of problems. One such problem is dealing with behavior resulting from employees' frustration. Frustration-instigated behavior is different in kind from motivated or goal-directed behavior. Failure to recognize frustration-instigated behavior in a salesperson and to respond appropriately can have serious consequences. Because a salesperson often has little control over factors affecting his performance, he is particularly susceptible to frustration. This article tells how to recognize frustrated behavior and then describes six of the most common frustrating sales situations and how to deal with them.  相似文献   

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